H+K supports Westfield, London’s leading shopping center, on both a consumer and corporate level, raising their profile as retail experts and positioning their centers as go-to destinations for experiences worth sharing. The team launched a variety of in-center events, from DreamWorks Santa’s Grottos to Coach’s Skate in Style ice-rink. A highlight for the team was ‘Beyond the Waterfall’, a multi-sensory cocktail experience delivered by Bompas & Parr in Westfield London’s luxury precinct. Securing 50 media to the launch event, including London Evening Standard, Metro, Elle and Glamour, the team carved-up content assets and announced the event across three key moments, building buzz around it. Over 70 pieces of coverage and influential earned social posts led to a sold-out event three times, and both Bompas & Parr and Westfield were delighted with a turnover of 76 million opportunities to see. The real moment of fame for the brand came when the team helped deliver a surprise festive performance from Lady Gaga on the rooftop of Westfield London. The global mega-star performed songs from her new album Joanne for the first time in the UK, delighting fans and turning eyes towards the center. H+K was responsible for engaging top tier media across interviews, a photo-call moment and the event itself, as well as driving two announcement moments. The team generated over 120 pieces of coverage, including 17 pieces of national and multiple broadcast hits with BBC News, ITV News and Good Morning Britain, resulting and 2 billion opportunities to see.
H+K France built an innovative and out-of-the box initiative on schizophrenia for Janssen, a leading pharmaceutical company, for the 24th Annual Mental Health Day. H+K launched a campaign which enabled journalists and influencers to experience the symptoms of schizophrenia, such as audible and visual hallucinations. Through a partnership with Samsung oculus technology, virtual reality was used to create an immersive experience. The campaign helped raise awareness of this frightening and unknown disease, which affects more than 600.000 patients in France. It was awarded a Gold Trophy at the Festival Communication Santé as well as the Silver TopCom Corporate and a CSR certificate.
On February 15, Barbie opened her first ever exhibition in Madrid. H+K oversaw the communications strategy involving both a media plan and a KOL plan. The exhibition “Barbie – Más allá de la muñeca” (Barbie – More than a doll) focused on the cultural, anthropological, social, fashion and artistic dimensions of Barbie. The exhibition was divided into seven sections, which included objects, images, videos and ideas on the only doll that has become a “living legend”. Since the American toy company Mattel manufactured the first Barbie doll in 1959, she has become part of popular culture, always evolving and reflecting her times, making her a symbol of style in every period she has experienced.
Also in Spain, Media Markt, Europe’s largest retailer for consumer electronics, set up workshops for the children to learn how robots work and how to program them. We managed all media relations around the event. Info-K, a news program for kids (Canal33/TV3), covered one of the workshops in Barcelona and featured it for more than 200,000 young viewers to experience.
To celebrate the launch of Freelium MRI technology at this year’s Radiological Society of North America conference (RSNA), SJR helped GE Healthcare host their first-ever FB Live video on, helmed by real GE scientists at GE’s Florence, NC Helium facility. The video featured high tech live demos and real-time engagement with the audience online and at the RSNA conference to help viewers understand why Freelium is a game changer for the industry. Check it out.
SJR produced and designed a 2017 calendar for Reebok’s #PerfectNever campaign. Leveraging the stories of fitness and lifestyle influencers, the calendar promotes #PerfectNever’s message of embracing who you are and rejecting expectations of perfection—even for things as traditional as the pin-up calendar. Each month, Reebok with publish a #PerfectNever story to its newsroom. Read here for this month’s story.
Despite its status as an iconic American denim brand, Lee Jeans was losing market share to the athleisure (e.g., yoga pant) craze among US consumers. Drawing on 100+ years of design expertise, Lee brought to life the Dream Jean. H+K was given the opportunity to re-introduce Lee styles and the brand’s new strategic direction to top-tier fashion and consumer media with the goal of securing top-tier placements and building relationships with a premium media set. We created a robust and uniquely tailored tactical plan to achieve three main objectives: Re-introduce Lee to top-tier broadcast, online and long-lead consumer media; Celebrate Lee’s unique product design and innovation stories; and Drive product awareness, trial and sales. Lee’s Dream Jean was featured in a Good Morning America broadcast segment and online story. Resulting from a relationship H+K developed with Good Housekeeping Style Editor, Lori Bergamotto, the style was featured within GMA’s “Denim Lab,” where it received a glowing review for its unique design and yoga-pant-like waistband. This Dream Jean GMA placement was a huge win for Lee’s design portfolio, while the GMA platform brought Lee back to the spotlight as a top name in denim. Proving the impact of this GMA spotlight, Lee saw a significant increase in web traffic and sales. Lee sold 100x more Dream Jeans on the day of the segment, as compared to average daily sales; its sales were the highest they had been in over four months and were among the ten highest sales dates of the year. Finally, Lee saw an increase in conversion rates for 35-44 year olds, a group that normally visits but does not convert.
For the past 80 years, Motorola has been at the forefront of innovative technology. As the inventor of the first mobile phone and the creator of the mobile communications industry, the brand is constantly looking for new opportunities to change people’s lives for the better through the magic of mobility. In 2016, Moto continued its long history of innovation launching the Moto Z and Moto Mods—which provided consumers the ability to transform their phone into a movie projector, stereo speaker, battery powerhouse, or a personal style statement. Through a marathon 14-day activation at the Toronto Eaton Center, we inspired consumers to do just that. Play with the space. Play with technology. And most importantly, play with the products. Therefore, we dubbed our fairground #DifferentPlaysBetter. We created a neon playground, added bespoke software and new-to-market technology to create Moto Mirrors, which allowed consumers to see themselves differently. The experience was then brought to life by the Moto crew, larger-than-life personalities, who could only be described as “characters”, who guided consumers through a series of challenges which underscored just how unique, just how different, the Moto Z and Moto Mods are from anything else on the market. Through 25,000 product demos and more than 32,000 consumer interactions, we illustrated that the Moto Z and Moto Mods are like nothing else on the market today. Though Toronto consumers embraced our activation in droves, it was not the quantity of engagements that proved most impressive—it was the quality. Our average dwell time for all 14 activation days clocked in at between 5 to 10 minutes—25 times the industry average, proving that different definitely plays better.
When Costa Cruises was selected for the grand prix at the Cruise of the Year awards, H+K Japan went all out to promote the accolade. Editorial coverage in 32 publications smashed over 8 billion impressions, while advertorials drafted by the team exceeded all targets with huge click through rates and social media engagement.
H+K developed a children’s book with Banana Boat to address sun protection misconceptions with research revealing almost 95% of skin cancers in Australia are preventable. Leading sunscreen brand, Banana Boat, recognized the important role it plays in the ongoing education around sun safety. Given the opportunity to address the misconceptions around sun protection application,
H+K developed a children’s book which families could use as a tool to continue the education at home. Launched at the North Bondi Surf Life Saving Club, the book was an instant hit when Madeleine West—actor, writer and mother of six—held an intimate, live book reading for 40 mothers and babies. Featuring UV-activated ink to reveal important sun safety messages for kids, ‘Colin Splodge and The Sizzledodge’ has so far received coverage from The Daily Telegraph, Mamamia and Beauty Heaven. With inter-agency collaboration from WPP agencies JWT and MEC, our network was able to educate and amplify the importance of this campaign.